We present an algorithm for performing multi-channel marketing event optimization. Previous related work, which made use of a complex mixed-integer linear program to generate a marketing plan, was capable of providing plans for only groups of individuals, referred to as micro-segments, and considered only the direct mail channel. Today, most firms use multiple channels, such as e-mail, call cen...

The article summarizes approaches to defining the essence of "direct marketing" concept. It is proved that tools direct marketing, as a component internal are most effective means influencing behavior modern consumers and adaptive market conditions marketing activities, implementation which will contribute achieving corporate goal mission enterprise with minimal time resources. necessity using ...

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm’s customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a...

I consider the direct marketing targeting problem in situations where 1) the customer's experience quality level varies from occasion to occasion, 2) the rm has measures of these quality levels, and 3) the rm can customize marketing according to these measures and the customer's behaviors. A primary contribution of this paper is a framework and methodology that allows the manager to assess the ...

Despite growing interest from government agencies, non-governmental organizations and school boards in restricting or regulating unhealthy food and beverage marketing to children, limited research has examined the emerging knowledge base regarding school-based food and beverage marketing in high-income countries. This review examined current approaches for measuring school food and beverage mar...

Direct-to-consumer marketing of unapproved stem cell interventions is a well-known phenomenon in countries with lax medical regulations. However, an examination of Internet-based marketing claims revealed widespread promotion of such interventions by businesses based in the United States. Such commercial activity suggests that regulatory agencies must better oversee this marketplace.

Partly due to a growing interest in direct marketing, it has become an important application field for data mining. Many techniques have been applied to select the targets in commercial applications, such as statistical regression, regression trees, neural computing, fuzzy clustering and association rules. Modeling of charity donations has also recently been considered. The availability of a la...